厦门D轴承公司营销策略研究

发布时间：2018-02-25 05:03

本文关键词： 厦门D公司轴承环境分析营销策略　出处：《华侨大学》2013年硕士论文　论文类型：学位论文

【摘要】：轴承作为机械运动必不可少的零部件，构成机械工业的基础，轴承业的发展水平反映一个国家的科技水平。而轴承流通质量取决于轴承生产厂家与轴承终端使用者之间的轴承经销商，因此研究轴承经销商管理水平尤其是营销策略具有重要的理论价值和现实意义。轴承行业具有悠久的历史，是世界现代工业发展的基础，中国虽然是世界轴承生产的大国，但不是强国。改革开放以来，国外生产制造业转移中国，我国的轴承业才逐步发展，国外知名品牌轴承才开始进入中国，形成以中国本土轴承、日本系列轴承、西欧国家品牌轴承互相竞争的格局。厦门D轴承公司正是在这样的历史背景下发展起来的，并以世界知名品牌瑞典SKF轴承授权经销商强劲的品牌身份参与市场竞争。本文将以厦门D轴承公司为例，运用PEST方法，从政治、经济、社会、技术四个方面进行宏观环境分析；运用波特的五力模型分析企业所在行业竞争环境；采用SWOT矩阵方法，分析D轴承公司的优势和劣势、机会与威胁，在此基础上，提出D轴承公司在现阶段营销改善策略。并利用STP理论，分析认为D公司应采取差异化竞争战略并着力抓好现有客户市场、发展水泥行业、开拓新兴市场。最后根据4P理论设计D公司的营销策略，，并通过后勤组织、人力资源、CRM的完善来保障公司营销策略的有效实施。
[Abstract]:As an indispensable part of mechanical movement, bearings form the foundation of mechanical industry. The level of development of the bearing industry reflects the scientific and technological level of a country, and the quality of the circulation of the bearing depends on the dealers of the bearing between the bearing manufacturer and the end-user of the bearing. Therefore, it has important theoretical value and practical significance to study the management level of bearing dealers, especially marketing strategy. Bearing industry has a long history and is the foundation of modern industrial development in the world. Although China is a big country in bearing production in the world, it is not a powerful country. The bearing industry in our country has developed gradually, and foreign well-known brands of bearings have only begun to enter China, forming a series of bearings from the mainland of China and from Japan. It is in this historical background that Xiamen D bearing Company has developed and participated in the market competition as a world famous brand Swedish SKF bearing authorized distributor. This paper will take Xiamen D bearing Company as an example, using PEST method, from the political, economic, social and technical aspects of the macro environment analysis; using Porter's five-force model to analyze the competitive environment of the industry; using the SWOT matrix method, On the basis of analyzing the strengths and weaknesses, opportunities and threats of D bearing Company, this paper puts forward the marketing improvement strategy of D bearing Company at the present stage, and makes use of STP theory. It is concluded that D company should adopt the strategy of differential competition, focus on the existing customer market, develop cement industry and open up new markets. Finally, according to 4P theory, the marketing strategy of company D should be designed, and the logistics organization should be adopted. Human resources to improve CRM to ensure the effective implementation of the company's marketing strategy.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4

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